American Journal of Public Health, Vol 90, Issue 8 1283-1287, Copyright © 2000 by American Public Health Association

JOURNAL ARTICLE

Opinion leaders' support for tobacco control policies and participation in tobacco control activities

KA Howard, T Rogers, B Howard-Pitney, JA Flora, GJ Norman and KM Ribisl
Stanford Center for Research in Disease Prevention, Stanford University School of Medicine, Palo Alto, CA 94304, USA. khoward@scrdp.stanford.edu

OBJECTIVES: Because opinion leaders hold positions from which they may influence tobacco control efforts, this study examined their support for tobacco control policies and their involvement in tobacco control activities. METHODS: A telephone survey was administered to 712 California opinion leaders who were randomly selected from constructed lists representing 8 types of organizations: health, education, law enforcement, media, government, business, ethnic, and youth. Hierarchical regression analysis was used to identify predictors of support for and participation in tobacco control activities. RESULTS: Approximately one half to two thirds of opinion leaders supported the tobacco control policies queried; 60% reported involvement in tobacco control-related activities during the previous year. Organizational affiliation was a strong predictor of support and involvement, with leaders from health and educational organizations reporting the highest levels and business and media leaders reporting the lowest. Tobacco issue involvement variables (e.g., having a friend or family member with a smoking-related illness) were significantly associated with the outcomes, while sociodemographics, for the most part, were not. CONCLUSIONS: Study results can be used to mobilize opinion leaders' support for tobacco control more effectively.